Stanfield's: Guy at home in his underwear

Canadian underwear maker Stanfield's planned to use social media to attract younger men to the brand.

Stanfield's: Guy at home in his underwear

Agency: John St. TorontoClient: Stanfield's Ltd.Product: Stanfield's

Objectives

Our first objective was to use social media to attract younger men to Stanfield's. Effectiveness of the campaign would be measured by Awareness, Engagement and Conversations, and success would look like:

  • Awareness: 25,000 Facebook Likes
  • Engagement: 50% Repeat website visits, LiveStream views
  • Conversations: increase # of Radian6 brand mentions from zero

The second objective was to use PR to drive awareness about Stanfield's and drive media exposure on and offline, measured as follows:

  • # Media Impressions: 800,000
  • Cost per contact:...

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